comScore to Add Facebook Demographics to vCE

comScore is adding Facebook demographic metrics to its validated Campaign Essentials (vCE) measurement suite, tracking display and video ads that run on desktop and mobile platforms on Facebook, Instagram, and the Facebook Audience Network.

vCE provides an unduplicated count of ad impressions delivered across media, and takes account of different definitions / degrees of delivery. Last week, comScore announced that it was enhancing the service with Twitter ad metrics; and it now says Facebook demographic, reach, frequency and GRP metrics will be reported on the platform from next month, along with viewability reporting for Facebook campaigns, which comScore introduced to vCE last year. Facebook-related metrics in vCE are not yet accredited by the Media Rating Council (MRC).

Gabe Goldstein, Senior Director of Product Management, comments: 'The addition of demographic reporting for Facebook ads in vCE marks another step forward in providing advertisers and agencies with transparent, uniform measurement across all platforms and devices. We're also pleased to offer both demographic and viewability metrics for Facebook and Instagram campaigns - a testament to our goal of easing the complexity of campaign measurement for our clients'.

Web site: www.comscore.com .